Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 19

MAINSTREAMING HEAD SHAVING
Todd Green's hair history features a common story. At a relatively young age, he began to experience male-pattern baldness, a development that affects nearly 20 million men in the United States. Todd considered the options, including hair plugs, medicines, and creams, and of course, a rug. Eventually he decided to go with the flow and became a head shaver.
Inspiration then met the situation. Todd's frustrations were twofold. First, traditional razors are hard to manage because the handle moves awkwardly when cropping the day's growth. Other products, such as clippers, electric shavers, and depilatories, just didn't suit his needs. Second, being a night shaver meant that he was often faced with a five o'clock shadow the next afternoon. While pondering the dilemma, Todd did the natural thing and rubbed his head. Inspiration arrived. He concluded that it would be much easier to shave his head if he could just put the blade above his finger.
Not long after, the HeadBlade was born. Todd first tried selling the innovation to companies such as Gillette and Schick. When they showed no interest, he formed his own company with money he borrowed from his father and his friends. He quit his job and worked for 2 years to develop the first version (go to www.headblade.com to see an actual photo).
The HeadBlade was first sold through an e-commerce program. A great deal of free publicity followed, with features in a wide variety of magazine articles and mentions on television programs. The HeadBlade received several awards for innovation, including prizes from Summit Creative, Time, I.D. Magazine, and eventually the Museum of Modern Art.
The HeadBlade Company now offers the basic product for about $13.00, plus HeadShed Lotion and HeadShade Sunscreen, as well as fashion merchandise, most notably T-shirts. The company sells travel kits and other methods to carry the product.
Green does not believe his product is just a fad. His company's sales have reached $10 million annually. He has developed ties with the International Fight League, with comedian Howie Mandel, and with former NBA player John Amaechi. As he put it, "We're going after both the X Games demographic and the average guy who shaves his head. We want to be the Home Depot of head care." From a marketing perspective, The HeadBlade faces two challenges. The first is the likelihood of being copied by similar products, possibly from larger, mainstream companies. The second is finding ways to advertise the company's product on a national and international scale. This will undoubtedly include greater use of traditional media.
1. Discuss the concepts of reach and frequency as they would apply to advertising the HeadBlade.
2. Would the three-exposure hypothesis or the recency theory best explain the purchase of a HeadBlade
3. Which traditional media are best suited to advertising the HeadBlade Which do not fit
4. Design a national and an international advertising program for the HeadBlade, identifying the target markets and methods to reach them.